National
Grid
July 25 - August 26 | Global Digital Content
From lowest-engaged to highest-performing: a complete social-first rebuild that made National Grid UK's Instagram the standout channel across its global portfolio.
The brief
Strategy | Management | Creative Direction & Production | Community Management | Analytics, Listening & Reporting | Copywriting
National Grid is a multinational energy company that plays a vital role in the transmission and distribution of electricity across the UK. When I joined National Grid as an Industrial Placement student, my objective was to grow its Instagram presence and engage a younger Gen Z audience organically, while supporting its global brand strategy over a 12-month period.
The approach
Most organisations do not have an awareness problem. They have an understanding problem.
Although audiences may recognise National Grid, many do not fully understand what it does, why its work matters, or why they should engage.
My approach was to bridge this gap by developing a distinctive content strategy and brand personality that made National Grid’s work more accessible, while strengthening engagement with its existing engineering-literate audience.
This social-first transformation repositioned National Grid UK’s Instagram presence and earned industry recognition:
Before
After
Stock/corporate imagery & lack of direction
Social-first, audience-focused strategy
→
Content sourced from internal stakeholders
Bespoke content production days & resources
→
No consistency in posting
Posting minimum twice a week
→
Lack of community engagement
→
Regular, human-centric community management
Complex, corporate style content
→
Bite-sized edutainment, platform-native style content
2m+
800%
127%
Organic views
Increase in engagement
Follower growth
5
Social-first
production days
Within 12 months
The results
The result was a transformation from the lowest-engaged to the highest-performing channel in the global portfolio, driving record engagement and industry-leading organic reach, with no agency or paid media.
Ready to turn complexity into connection?